Stories Can Be Simple

We like to wrap our products up in the comfort of a story.

Stories differentiate,  generate word-of-mouth and create meaning for products.  It makes the crafting of a story seem like an arcane art left for only a special few.

We forget that they can be succinct and simple.

Take Hoegaarden. The beer became a topic of conversation at a party I attended. It dominated all beer conversation. I enjoyed observing how and why it became such a conversation starter.










See, Hoegaarden’s story is so simple: “Its brewed in Germany”. It makes no other promises. Often, we try so hard to cut through the clutter than we forgot how to celebrate simplicity.



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